The end of 2004 meant quite a lot of action for FCB-Ulka with the IDBI win, LIC empanelment and the Tata Indigo Marina launch. In 2005, the agency has been comparatively quieter but the Executive Director of the agency, M G Parameswaran, said that 2005 means a focus on organic growth and other areas like promotions for the agency.
Parameswaran said, "The year has begun well for us with the Indigo Marina campaign doing well and the constant work on all our other clients. In 2005, this is where our core focus lies - to grow more from the existing clients. The thought process is simple, we help our clients grow and there is more that comes from them."
He said that works on the agency's clients like Santoor, Tata Indicom for the fixed wireless phones, Hero Honda and ITC Foods, in addition to the Tata Motors business, has kept the midnight oil burning.
Does that mean that the agency has gone slow on the new business front? "No. It only means that it would be a small portion of our growth plan in the year. We aren't the agency that enjoys working on pitches - we rather work with clients," replied Parameswaran.
Another area that the agency is seriously looking into in the year is of 'promotions'. Presently, 'promotions' are a part of FCB-Ulka Interactive, which takes care of the agency's requirements in areas like direct and digital connect with the target. Parameswaran divulged that the agency is actively looking at growing the area enough to spin it into a separate division.
Parameswaran said, "Promotions are becoming an important part of communication today and you can really leverage the function to offer immense values to clients. FCB Worldwide has done substantial amount of work in this segment and we are working closely with 'Marketing Drive Worldwide' to understand more about this domain."
The driver of the move is the emergence of large format stores that are making their mark in India. Marketing drive, under the leadership of Dean Buresh has done some work on Wal-Mart, which has played a key role in encouraging FCB-Ulka to give more attention to this growing concept of modern retail and in turn on aspects like 'promotions'.
The agency is clear on what it wants from the year. With its present clientele, its presence in different categories like FMCG, automotives, two-wheelers, etc, has been a strong one and the objective of 2005 is to strengthen this further.